Studies of consumer behavior in various countries confirm that more than 70% of consumer purchasing decisions are made at the point of sale. And if we excluded men from the analysis, the percentage increases.
Today there is no longer competition between companies, there is competition between networks. In other words, the company that has the best network is the one that wins (suppliers - company - channel - client). Manufacturing companies have focused their commercial efforts towards the distribution channel. It is estimated that 40% of advertising and communication investment is focused on innovative trade marketing, as a practical sales model to attract the attention of the consumer and detonate their favorable purchase decision there.
- Will this technique be effective in gaining market share? Does dressing the distribution channel in an attractive way help to strengthen the emotional bond between the store, the brand and the supplier? Is the bargaining power exercised by the channel vis-à-vis the manufacturer, to demand additional payments? Is the location of products on a supermarket shelf a determining factor to sell more? What will be the logic that the consumer follows to prefer one product over another between the consumption variables and the communication mix, assortment, price, promotion, image, color, even size of the container? What factor or factors make the consumer go through the box with one or another product? Who cares about analyzing consumer behavior on sales surfaces, dedicating himself to act of consuming, knowing that brands are 80%replaceable and that a convenient display and adequate communication play a decisive role in the place and time of the purchase decision?
In consumer products, 2 out of 3 people do not buy the same brand again, this has generated the appearance of new and diverse advertising and communication elements, support and brand recognition, specially designed for each point of sale.
What should we take into account to seduce the customer at the point of sale?
- Knowing the strengths and weaknesses of the channel. Knowing the sales surface. Knowing the consumer's purchasing behavior. Measuring the positioning of the point of sale. Segmenting final buyers by attributes that they value. Knowing customer service techniques. (Quality of service) Associate needs in relation to merchandising. Define the commercial strategy: marketing mix. Communicate sales actions through tools.
The product war is won at the point of sale, this is forcing each company to use the best weapons with creativity. No detail can escape, you need permanent control of all the tasks involved and if you don't, the competition does.
The POP (Point of purchase) material is an excellent support for the aforementioned, and is understood as all kinds of advertising or promotional items that in a practical way serve to remember your company, without the customer perceiving it as advertising, but more good as a gift. It all depends on the life cycle of the product and the budget you have depending on the objective you want to achieve. If you don't have a budget for TV or press advertising, POP is very useful at the introduction stage of a product.
In Lima there are advertising industries that make efforts to deliver information and communication solutions within the point of sale such as: brochures, notebooks, pens, key chains, banner stands, banner portable displays, space stations, floorstands, cosmetic walls, counter units, show topper, table tops, custom portables, literature displays,, work stations, video & audio, floor shows carpet & tiles, light boxes, display frames, office image & productivity, 3D notices, merchandising, and other novelties in terms of shape and color, that act as viewers and enable to inform and remind the consumer within the store, a brand, a product, a benefit, a differential advantage, supporting the marketing objectives of the different brands and helping to achieve sales.
Always keep in mind that when a person enters a store, in 90% of cases it is because they have decided to buy. What do you expect then?
